Aidan Bartlett Revamps Designer Wardrobe Amid Challenges

Designer Wardrobe, a prominent platform for selling high-end fashion in New Zealand, has undergone a significant transformation under the leadership of CEO Aidan Bartlett. The journey began more than a decade ago when co-founder Donielle Brooke created a Facebook group to sell her clothes after being diagnosed with thyroid cancer. What started as a personal necessity has evolved into a thriving online marketplace that connects buyers and sellers of luxury apparel.

In a recent interview on the Bosses Unfiltered podcast, Bartlett shared insights into the company’s growth and the challenges it faced along the way. Initially, the Facebook group served a niche audience, but as demand for a dedicated fashion resale service grew, it transitioned into a fully-fledged brand. “We were growing as a business, but being New Zealand and being quite small, especially being venture-backed, there’s an expectation to really grow,” Bartlett explained.

To expand its offerings, Designer Wardrobe introduced a rental service, inspired by successful models from overseas. Bartlett noted that the economic viability of this model was compelling, with dresses typically renting out between 12 and 20 times. “Essentially, you could buy a dress for retail or even wholesale – by the time you’ve rented it out six times, it had paid itself off,” he said. This strategic decision not only diversified the business but also attracted interest from investors.

The launch of physical stores marked another milestone for Designer Wardrobe. The first location opened in Auckland’s Grafton in 2017, allowing customers to try on garments and prepare for events without the hassle of online delivery. However, the flagship store in Newmarket, which opened in early 2020, soon faced unprecedented challenges due to the Covid-19 pandemic.

As the pandemic unfolded, Bartlett recalled early signs of impending lockdowns, which raised concerns about key events like school balls that were crucial to their business. “We just said – no way. No way are schools going to allow the flagship event of the year to be closed down. It was really scary, just so many unknowns,” he recounted. The uncertainty forced Designer Wardrobe to adapt quickly to the shifting landscape, transitioning focus from physical stores to enhancing their online platform.

Despite the difficulties, Bartlett remained determined to navigate the challenges. “We did end up having to make that really tough call to essentially turn the stores off. That was one of the hardest decisions we’d ever made,” he stated. The company redirected its efforts to improve the online shopping experience, which allowed them to continue operations during lockdowns.

The years of struggle during the pandemic have begun to show signs of recovery. With a recent expansion into Australia and the integration of artificial intelligence into their operations, Designer Wardrobe is poised for further growth. “We’ve got a lot of room to grow in New Zealand. The resale fashion category in New Zealand is worth roughly $700 million to a billion dollars a year and it’s still growing 15 percent roughly,” Bartlett noted.

Looking ahead, he expressed optimism about the potential in both New Zealand and Australia, suggesting that the company has not yet reached its full potential. “We think there’s a lot of room to grow here. And also Australia, we’re seeing some green sprouts too,” he added. With a clear vision and a track record of resilience, Designer Wardrobe is set to continue its journey as a leader in the fashion resale market.